On this week's episode of Creator Economy Live, Keith and Brendan are joined by a household name in social medial marketing, Jack Appleby.

Jack shares his journey from a college basketball player to a leading social media strategist. He offers valuable advice for aspiring B2B creators, discusses the most impactful platform for his work, and addresses the skepticism around the so-called “expert” class in the industry. Jack also reveals which of his posts garnered the most support and which sparked the most backlash.

Before Jack jumps in, as always, Keith and Brendan dive into the news, discussing whether we’re witnessing "The End of Peak Creator." They examine the shift towards niche influencers, TikTok’s explosion of micro-celebrities, and the changing landscape of mainstream media.

🐄 Creators of the Week (COW):

• Timmc (@timmchiusano)

• Sam Salem (@samuelsleeves)

• Frankie Gaw ( @littlefatboyfrankie)

👏 Brand of the Week (BOW):

• L’Oréal

• UPS Store

This week, we have another special guest appearance alongside Brendan and Keith: Steph Martin, an influencer marketing veteran with extensive experience in fintech, healthcare, DTC, and consumer goods industries. Steph has led influencer marketing for renowned brands such as Hims & Hers and ThirdLove and is the SF chapter ambassador for Women in Influencer Marketing.

Steph shares her journey from traditional PR to leading influencer programs on the brand side. She discusses the evolution of influencer marketing, from its early "wild west" days to a more data-driven, strategic approach. Steph also offers insights into current industry challenges, the importance of creative freedom, and the ethical considerations brands and influencers must navigate.

As always, Brendan and Keith catch up on industry news. Topics include the debate over the value of a well-designed Instagram feed, Walmart's first-ever Creator Upfronts in LA, and the latest features being tested by Meta and Instagram. They also provide a VidCon recap, highlighting the maturing ecosystem and the growing interest in LinkedIn as a platform for creators.

🐄 Creators of the Week (COW):

• Fidias Panayiotou (@ fidias0)

• Ruben Hassid (@ rubenhassid)

• Caroline Stern (@carolinemstern)

👏 Brand of the Week (BOW):

• Piece of Cake Moving & Storage
• Zyn
• Shipt

This episode is sponsored by Linqia, the #1 influencer marketing partner for the world's leading brands. Having executed over 3,000 campaigns for more than 650 brands, Linqia combines technology powered by Google Vision AI with award winning service to deliver measurable influencer results. Go to linqia.com or send a note to hello@linqia.com to speak with an influencer expert.

Sign up to our newsletter: https://creatoreconomylive.com/newsletter This podcast is brought to you by the biggest event for influencer marketers in the US Creator Economy Live! Join Keith and Brendan live and in person as well as 100s of brands in Vegas on Febuary 4-5 for lively conversation and debate about everything in the world of influencer marketing and the creator economy.

From glasses of rosé to insightful sessions, tune in to hear what Keith and Brendan got up to at Cannes Lions International Festival of Creativity. One thing that couldn’t be ignored at the festival was how creators are becoming more and more integral in the advertising landscape.

They highlight the growth of social-first and creator-first brands and the increasing presence of major platforms like Pinterest, Snapchat, and TikTok at industry events. The conversation touches on the challenges brands face in measuring the ROI of influencer marketing and the potential role of AI in content personalization and scaling. They also explore the significance of retail media networks and their convergence with the creator economy, suggesting that retail-driven influencer content will become increasingly important.

🐄 Creators of the Week (COW):

• Alix Earle (@alix_earle)

• Brandon Marshall (@b_marshall)

👏 Brand of the Week (BOW):

• Spotify, LinkedIn, Yahoo

• Pinterest

This week on the Creator Economy Live Podcast, we have another special guest appearance alongside Brendan and Keith, Nathan Jun Poekert, CMO Advisor and Executive Consultant for his company JUN. For those unfamiliar, Nathan has an impressive background, having served as Head of Social Media, Content, and Digital for American Eagle, and as Global Communications Director for BMW.

Nathan shares his journey from agency roles to brand leadership and eventually consulting. He discusses his evolution in influencer marketing, his rise as a LinkedIn influencer, and offers insights on pushing social media teams to innovate and meet benchmarks.

As always, Brendan and Keith catch up on industry news. Topics include Instagram's shift in algorithm focus to post share rates, tips on posting longer Reels, and the latest features Instagram is testing. They also discuss the challenges new creators face on saturated platforms and the need for incentives to keep them engaged.

🐄 Creators of the Week (COW):

• Camille Moore (@camille.moore_)

• Brett (@brettdash_)

• Oren John

👏 Brand of the Week (BOW):

• Hellmann’s: "Mayo Mani" campaign

• Whoop

• Jacquemus

This week on the Creator Economy Live Podcast, we have an exciting episode featuring Brendan and Keith, with a special guest appearance by Matt Fantazier, who runs Integrated Media at Kenvue. For those unfamiliar, Kenvue is the new consumer business spun off from Johnson & Johnson, and it includes household brands like Neutrogena, Tylenol, and Listerine.

Matt shares his journey through the major transition from J&J to Kenvue, his experiences in integrated media, and the evolving role of creators in today's brand ecosystems. Discover how influencer marketing has shifted from mere explanations to becoming a crucial part of brand strategies.

Before we dive into our conversation with Matt, Brendan and Keith break down the top stories in the industry, including Meta’s NewFronts push, TikTok's premium ad options, and the significant rise in CTV advertising.

🐄 Creators of the Week (COW):

• Intellectual Influencers

• Tom Goodwin (tomfgoodwin)

• Caitlin Campbell (@cc_unsilenced)

👏 Brand of the Week (BOW)

• Target (@target)

• RSVLTS (@rsvlts)

• MBL (@mbl_official_)

This week on the Creator Economy Live Podcast, we have a very special guest alongside Brendan and Keith, CMO of Rare Beauty, Katie Welch. She has been named Glossy’s Top Marketeer in 2022 and has been vital in the meteoric rise of Rare Beauty, the beauty products company founded by superstar musician and actress Selena Gomez.

Katie shares her journey from agency to brand side, looking into the comparisons between traditional and creator-founded brands and the challenges facing influencer marketing agencies. From discussions on the state of influencer marketing agencies to the complexities of the $21 billion influencer industry, this episode provides a comprehensive exploration of the current landscape and what lies ahead for creators, brands, agencies and marketers.

🐄 Creators of the Week (COW):

Dermatologist Dr. Muneeb Shah (@doctorly) —better known to his 18 million TikTok followers as “DermDoctor”—has released a research-backed skincare brand called Remedy.

Pedro the Racoon (@dailydancing_racoon)

Claire Saffitz (@csaffiz) and Cedric & Edith (@thcedlife)

👏 Brand of the Week (BOW)

Seed Health (@seed)

In n Out (@innout)

Poppi (@drinkpoppi)

Join us this week on the Creator Economy Live Podcast as Keith and Brendan sit down with Ben Relles, a true titan of digital innovation. From his early days of comedy at YouTube to his groundbreaking innovations in content strategy at Reid Hoffman, Ben's journey is one of unparalleled influence.

We explore the latest in the TikTok saga, from legislative maneuvers to ByteDance's looming deadline. Plus, dive into AirChat, the hot new app blending Twitter and Clubhouse dynamics.

We also get into Ben’s current work with Reid Hoffman and what the future of the creator economy looks like with the influence of AI.

🐄 Creators of the Week (COW):

Olayemi (lie) Olurin (@msolurin) - Lawyer, activist, and YouTube creator Olayemi Olurin recently joined New York City Mayor Eric Adams on The Breakfast Club to discuss contentious issues like homelessness and incarceration in NYC, deemed by some as a pivotal interview. On her channel "Olurinatti," she offers analysis and hosts discussions spanning topics from affirmative action to the 2024 election.

Reid Hoffman (@reidhoffman) - Ben Relles worked with Reid Hoffman to recently unveil an AI iteration of Reid, utilizing a custom GPT model trained on his extensive body of work to generate lifelike responses. This innovative technology, crafted by Hour One and ElevenLabs, impresses with its human-like gestures and intonation, marking a significant step in bridging the Uncanny Valley gap.

Almost Friday - (@ almostfriday.tv) - Almost Friday is a media company known for managing popular social media accounts. Originating as a set of Instagram profiles, it rapidly gained traction for its relatable content in weekend culture, sports, music, and character-driven comedy. With a network of over 3.5 million followers, their brands like Friday Beers, Almost Friday, and others collectively garner hundreds of millions of monthly impressions.

👏 Brand of the Week (BOW):

John Deere (@johndeere) - They are hiring a “Chief Tractor Officer” for $200k to launch their TikTok channel (Jen Hartmann - PR & Enterprise Social))

Dude Wipes (@dudewipes) – They recently trended globally on Twitter, sponsored F1, made it to Bain’s insurgent brands list, and are gearing up for their inaugural national campaign – their momentum is undeniable. A special nod to Greg Baroth, their social media guru, credited for much of their success; their witty sponsorships and playful jabs at brands like Taco Bell and Chipotle are garnering attention and yielding results.

Tune in to this week's episode of the Creator Economy Live podcast, where hosts Keith Bendes and Brendan Gahan are joined by Jasmine Enberg, the esteemed creator economy analyst from eMarketer. Gain valuable insights into the evolving landscape as Jasmine shares her journey and perspectives since entering the industry.

Explore the latest industry developments, from the ongoing Instagram Vs YouTube ad revenue discussion to the increasing role of AI within the creator economy. Additionally, discover LinkedIn's recent venture into short-form vertical video and uncover innovative B2B marketing strategies reshaping the platform.

🐄 Creators of the Week (COW):

- Cynthia Huang Wang (@cynthiamhuang) - Beauty & Lifestyle creator sharing life in SF as a corporate girlie, with past experiences at RealReal and Eat Just.

- Swagdog697 - Dachshund on rooftop in Brooklyn playing keyboard set to music, with the same footage repurposed over and over to different songs, boasting 435k followers on IG.

- Aerithgirl - A "niche tea lady" with 320,000 followers on TikTok.

👏 Brand of the Week (BOW):

- April Fools' standout brands including Dunkin, Duolingo, 7-Eleven, and Oura.

- Athletic Brewing – the non-alcoholic beer that tastes just like... beer.

- Kiehl’s, for bringing brand trips back to the conversation.

This episode is sponsored by Linqia, the #1 influencer marketing partner for the world's leading brands. Having executed over 3,000 campaigns for more than 650 brands, Linqia combines technology powered by Google Vision AI with award-winning service to deliver measurable influencer results. Go to linqia.com or send a note to ⁠hello@linqia.com⁠ to speak with an influencer expert.

Sign up to our newsletter: ⁠https://creatoreconomylive.com/newsletter⁠

This podcast is brought to you by the biggest event for influencer marketers in the US Creator Economy Live! Join Keith and Brendan live and in person as well as 100s of brands in Vegas on February 3-5 2025 for lively conversation and debate about everything in the world of influencer marketing and the creator economy.